IAS Bows Viewability, Brand Safety, Invalid Traffic Detection Tool

Integral Ad Science (IAS) on Tuesday announced the launch of a tool that it said helps publishers streamline workflow and reduce impression waste via automated, real-time optimization, enabling the creation of viewable, brand-safe, and fraud-free private marketplace (PMP) deals for programmatic buyers and automatically reporting results in real time.

Called Publisher Optimization, the tool also helps prevent impression waste on viewability campaigns, and has the ability to customize viewability, brand safety, and invalid traffic goals based on specific advertiser requirements. Additionally, it can monitor and sequester fraudulent activity across devices.